Understand

How to create a new strategy, design and roll out of a redeveloped brand for Rove Hotels?

A hotel brand that is born in Dubai. It isn’t temporary, not all flash and dash. This is the REAL city of today and tomorrow. Here to stay, here to inspire. Humble, always interesting and interested in moving forward in a way that embraces community – the neighborhood, the city, the region, the world.

This is about a tribe of people – wanderers, entrepreneurs, weekenders, families – all young or young at heart. Like Dubaians, they are global, lead fast paced urban lives, but try to keep things simple, straightforward and fuss-free. They want a real smile, a simple ‘Marhaba’.

Position

1.Connected

Providing guests with the ability to share experiences wherever and whenever. The need for speed 7/24 – internet / service / check-in time.
Intrinsically connected to the dynamic city and its hip neighbourhood hangouts.

2. Inspired

The passion to explore and seek authentic experiences. Contemporary adaptation of materials/designs that subtly reflect the roots/culture of Dubai.

3. Smart

Traits of success, confident and dynamic. Ensuring process and service is consistent and hassle free.

4. Localised

A neighbourhood for the modern nomad to explore and feel connected to the community.
A shared F&B environment – interaction with others.

Dubai Pulse

I want Dubai to be a place where everybody from all over the world meets each other, don't think of fighting or hate, just love it, enjoy their sport, and that's it.

The Big Idea

Young & Young At Heart

Social, confident, independent and an integral part of the neighbourhood. Organised and connected, I recognise value and appreciate practical and interesting design.

Decide

Initial Brandmarks.

Recommended Brandmarks.

Concept One

Topography

Here we considered Dubai Pulse as the landscape of the city, it watches and learns from the rise of each pulsating trend and builds on what was there before. We see this very pulse becoming the path one should tread, it becomes the map, the contouring the lay of the land and showing the way for others to follow. Each line of the contour represents a different height, a different thrill, a different excitement, a different experience. And as a patron visiting Rove hotels, you cannot help but watch yourself as you rove through the corridors of this new pulse and as you do, you ﬁnd yourself rising to new heights.

Visually this is represented through use of an ‘R” within the logo that is styled to represent a contour, the visual language then backs this contour up with a more topographical style which allows a rise to new heights.

Moodboard

Logo Creation

Logo

Logo Arabic

Logo Architecture

Logo Architecture Arabic

Color Variation

Mockups

Concept Two

Life’s Beats

We built on the “Dubai Pulse” brand positioning to capture the pulse of Rove within the city and the heart of those who would want to be found
at Rove, we then captured this in an external brand promise—“Life’s Beats”—this suggests an organization transcending industry conventions.
It keeps with the beat of daily life and challenges the Rover to follow their heart, perhaps we suggest that a client is so attune to their heart’s
beat that it infiltrates and shakes up all other aspects of life.

A striking visual identity based on the pulse itself and the very effects of what would happen when a pulse takes over provides an original and
unexpected departure from your everyday hotel, it also helps to mix Arabic patterns/hospitality with a global feel/Dubai Cool. Once again
showcasing the partnership of all who visit Rove can be simple, emotional and real—it celebrates the optimism and enhanced lifestyle
provided through following Life’s Beats.

Moodboard

Logo Creation

Logo

Logo Arabic

Logo Architecture

Logo Architecture Arabic

Color Variation

Mockups

Concept Three

Freedom through Structure

Throughout the years studies have proved that providing adequate structure and boundaries to people allows them to explore more and to express
themselves more clearly. This is because an adequate amount of structure makes people feel safer and therefore more ready to explore the gaps.

A Rover, will experience a similar sensation whereby a stay at a Rove Hotel will provide the general structures they may be used to whilst also
allowing them to explore so much more.
We took this personality and ran with it, creating a pattern and logo that is both structural whilst also being open and free. It captures the friendly,

adventurous, inspired and young at heart nature of all Rovers – who all find freedom